Disrupt the fragrance category by connecting with the youth culturally and digitally.
400% uplift in digital traffic
MULTIPLE industry awards
For the launch of Puma SYNC, we wanted to reconnect with a younger audience through
innovative and relatable storytelling. We disrupted the codes of fragrance advertising by
going into youth culture and launched it through a bespoke track and music video. The heart
of the campaign was a digital platform allowing users to translate words into dance.
We complemented the campaign with assets across TV, Cinema, Print, OOH and Retail, as well as editorial content on
Dancehall culture featuring Usain Bolt.